MINISTRY OF EDUCATION AND SCIENCE
DRAGOMANOV NATIONAL PEDAGOGICAL UNIVERSITY
INSTITUTE OF FOREIGN PHILOLOGY
COMPARATIVE LINGUISTICS AND TRANSLATION DEPARTMENT
Teacher: Kovalchuk I. M.
1. Language in advertising
2. Communication style in advertising
3. Colours, numbers and images in advertising
4. Cultural values in advertising
“Culture is a like dropping an Alka-seltzer into a glass - you don't see it, but somehow it does something” Hans Magnus Enzensberger
Culture affects everything we do. This applies to all areas of human life from personal relationships to conducting business abroad.
When interacting within our native cultures, culture acts as a framework of understanding. However, when interacting with different cultures this framework no longer applies due to cross cultural differences.
Intercultural awareness aims to help minimise the negative impact of cross cultural differences through building common frameworks for people from different cultures to interact within. In business, cross cultural solutions are applied in areas such as HR, team building, foreign trade, negotiations and website design.
Cross cultural solutions are also critical to effective intercultural advertising. Services and products are usually designed and marketed at a domestic audience. When a product is then marketed at an international audience the same domestic advertising campaign abroad will in most cases be ineffective.
The essence of successful advertising is convincing people that a product is meant for them. By purchasing it, they will receive some benefit, whether it be lifestyle, status, convenience or financial. However, when an advertising campaign is taken abroad different values and perceptions as to what enhances status or gives convenience exist. These differences make the original advertising campaign defunct.
It is therefore critical to any intercultural advertising campaign that an understanding of a particular culture is acquired. By way of highlighting areas of cross cultural differences in advertising a few examples shall be examined. 1. Language in advertising
It may seem somewhat obvious to state that language is key to effective intercultural advertising. However, the fact that companies persistently fail to check linguistic implications of company or product names and slogans demonstrates that such issues are not being properly addressed.
The advertising world is littered with examples of linguistic advertising blunders. Of the more comical was Ford's introduction of the 'Pinto' in Brazil. After seeing sales fail, they soon realised that this was due to the fact that Brazilians did not want to be seen driving a car meaning 'tiny male genitals'.
Language must also be analysed for its cultural suitability. For example, the slogan employed by the computer games manufacturer, EA Sports, "Challenge Everything" raises grumbles of disapproval in religious or hierarchical societies where harmonious relationships are maintained through the values of respect and non-confrontation.
It is imperative therefore that language be examined carefully in any international or cross cultural advertising campaign. 2. Communication style in advertising
Understanding the way in which other cultures communicate allows the advertising campaign to speak to the potential customer in a way they understand and appreciate.
For example, communication styles can be explicit or implicit. An explicit communicator (e.g. USA) assumes the listener is unaware of background information or related issues to the topic of discussion and therefore provides it themselves. Implicit communicators (e.g. Japan) assume the listener is well informed on the subject and minimises information relayed on...
Bibliography: 1. Chandler D. Analysis of advertisements. - Oxford University Press, 2003. - 155 p.
2. Dahl S. Cross-cultural advertising research: What do we know about the influence of culture on advertising, 2004. - London. - 15 p.
3. Hofstede G. H. Intercultural communication: Theory and practice. - Linköping, 2001. - 120 p.
4. Mueller B. Reflections of culture: An analysis of Japanese and American advertising appeals. - London, 1986. - 95 p.
5. Niaz A. Cross-cultural content analysis of advertising from the United States and America. - Cambridge, 2000. - 150 p.
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